Summary : As an Advertiser, you may have often struggled with Quality Score (QS) due to low relevance and poor user experience. If yes, then this blog is for you. Here, you can understand everything about Quality Score, why it matters or doesn’t, and how to increase your Google Ads Quality Score by focusing on key elements.
Key Takeaways
- On a scale from 1 to 10, QS tells you how relevant your ads, keywords, and landing pages are.
- If your ads have high QS then it can lower ad costs and improve your ad performance and return on investment.
- The parts of improving your Google Quality Score involves the following: Setting up campaigns, writing relevant ad copy, and optimizing landing pages.
In 2024, digital advertising has changed a lot, and Google Ads and its companion Google Ad Score have become essential parts of it. In fact, over 60% of marketers say that Google and Facebook Ads are crucial for business growth, which shows their importance to modern marketing strategies. Additionally, the vast potential of Google Ads is also evident from how it makes money. In 2019, Google’s advertising income was only $4.81 billion. By 2023, it had grown to an impressive $7.86 billion, a massive 76.42% increase.
If you understand how the QS works, you can make your PPC campaigns more effective and maximize your advertising budget. Let’s achieve the highest possible value from your Google Ads strategy.
What is a Quality Score?
The Quality Score (QS) is a number that tells you how relevant the keywords, ads, landing page, and experience on the landing page are as a whole. Precisely, it is measured on a scale from 1 to 10, with one being the lowest and ten being the highest.
Moreover, you can use the QS to get a general idea of whether or not an advertiser’s ads are relevant and valuable. If an ad has a high QS, Google thinks it is more relevant and useful. Conversely, the opposite is true for a lower QS.
Below are different factors to calculate the QS:
- Click-Through Rate (CTR)
- Landing page quality
- Relevance of ad copy
- Relevance of keywords
- Historical performance of the ad account
Remember that marketers can get more clicks and better results with less ad spending when the QS is higher. More than anything else, Quality Scores are used by most ad platforms to ensure that the ads meet the users’ needs.
Why does Quality Score Matter?
You should still care about QS because:
- Quality Score is the best way to determine what Google thinks about your ads and their relevance.
- Automation supported by machine learning works well, but it can’t solve many problems with relevance. Focusing on relevant ads will help your performance even more.
- You will permanently save money if your QS is higher.
Determining your QS may seem hard to understand, but you should continue. It’s still a big part of how ads are ranked. If your brand doesn’t have a lot of money and can’t pay crazy amounts to be first, you should not worry about QS.
Various Benefits of Improving Google Quality Score
When it comes to Google and Bing Ads, your Quality Score is significant. It has a direct effect on how well your ads do. You can expect more people to do what you want them to do, like sign up or buy your product, if you raise your Quality Score. This means you get more for your money, which is a higher return on investment (ROI).
Do not mistake this for just getting more clicks. It’s about getting people to buy something or sign up for something. Since not every click turns into a sale, the cost per conversion (when someone buys) is usually more significant than the cost per click. You can pay less for each conversion if your QS is high.
How To Increase Your Google Ads Quality Score?
Quality Score in Google Ads and Microsoft Ads informs you where and how often your ads show up, so it’s essential to keep working on your account to improve your scores. You can do this by focusing your attention on a few key areas:
1. Campaign, ad group and keyword structure
Use as many ad groups as you need to organize campaigns and ads in a precise form. Use only closely related keywords within each ad group. This will allow for more precise keyword targeting within each ad group. In addition to being crucial for Quality Score, a granular setup offers additional optimization benefits.
Because it would be more challenging to customize the ads to many keywords within one ad group, opting for a less granular structure will immediately compromise ad relevance and CTR.
2. Write relevant and compelling ad copy.
The next step is to write a compelling ad copy. How can you do it? Use an ad group’s best keywords in the headline, description, and URL slug. This has two main benefits:
- CTR will increase because the ad copy includes the search query, making the user more likely to click.
- Google will consider ad relevance to be a higher quality score factor.
Moreover, customizing ad copy for each product increases relevance. This one is also time-consuming. Luckily, some tools can help you get the granularity you need without wasting time.
3. Ad format and dynamic headlines
Today, text ads are only available in responsive search ads. Up to 15 headlines and 4 descriptions are allowed in these ads. Up to 3 headlines and 2 descriptions will be displayed, with Google selecting the best text based on the search query.
Dynamic ad headlines also increase CTR:
- Keyword Insertion uses a user’s search query as the headline, making the ad highly relevant.
- The user’s nearest city, state, or country is inserted into the ad copy, making it highly relevant.
- Another dynamic feature is a countdown, which is ideal for limited-time offers. A countdown can boost urgency and CTR.
4. Use negative keywords
Use a large negative keyword list for phrases and broad keyword match-types. Consequently, this best practice excludes search queries irrelevant to your business. You will maintain ad relevance and CTR by excluding non-relevant searches from the start. Additionally, Google Ads search query reviews should be kept continuously. Therefore, our advice to you is to review search queries weekly.
As they arrive, add negative keywords to exclude irrelevant search queries. Furthermore, search queries with low CTR can be excluded. Alternatively, create a new ad group with a low CTR for a relevant search query. This will help you match ad copy to search queries, thereby improving relevance and CTR.
5. Work on the landing page.
Quality score depends on landing page experience. However, landing page optimization should include the following factors to improve the Google Ads score:
The messaging is consistent from keyword to ad to landing page. Thus, make sure the landing page has keywords and matches the search.
Use the best URL for each ad group to give searchers what they want. If someone searches for pick and mix sweets, send them to a sweets page, not the homepage or another product. Also, if your store has a built-in search function and the shopper’s query matches multiple products, you can create the perfect group landing page.
Conclusion
Do you want to know more about Quality Score and how to get better ratings? React out to us for a free Google Ads consultation. At Elevate Digitally, we manage your campaigns and improve them to produce exceptional results. Our professionals will examine your Google Ad score and create focused campaigns that reach the appropriate audience at the ideal time.